branding & industry perspectives

branding,mason,public relations

Aficionados Favor Their Own Flavor of Brand Loyalty

20 Dec , 2016 | Mason

Customer loyalty comes in a variety of flavors.

For instance, there’s legacy loyalty: the brands you grew up with, the ones your family has trusted, are brands you’re likely to remain connected to as an adult and pass on as a household name for the next generation.

There’s habitual loyalty, like always stopping in at the same coffee place before work simply because it’s on your way and has a drive-through window. If a new business opened up with slightly better prices, better coffee, or a shorter wait at the window, you could be tempted away from your mainstay.

And at the far end of the spectrum, there are the brands that court a strong following of niche customers who are not only loyal, but consistently and personally engaged, even advocating for their favorite products out of their own enthusiastic interest.


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branding,digital,news,public relations

The Mistake at the Center of the U2-iTunes Album Download Debacle

7 Nov , 2014 | Mason


Apple launch events are much-hyped and have an air of grandiosity to them – so who better to help the company announce the iPhone 6 in September than equally grandiose rockers U2?

But the big news that came next was met less than enthusiastically by fans: U2’s latest album, Songs of Innocence, automatically downloaded itself to millions of iTunes users’ libraries, at no charge.


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The Two Problems with American Airlines New Logo

10 Jul , 2013 | Derek Beere

In the brand business, we’re all about changing behavior. We try to get people to change their behavior through all sorts of methods. We do this by telling our clients’ stories through strategic public relations programs that provide information to the intended audience through media outlets.



Wendy’s Pretzel Burger Looks Promising

5 Jun , 2013 | Mason Intern

In a couple of months, Wendy’s fast-food restaurants across the nation will be launching a new burger with a pretzel bun.

Consumers are always looking for something new to satisfy their taste buds. The outlook of a new product is stirring up attention in social circles, just as rumors of Taco Bell’s new Waffle Taco have recently been circulating on Twitter. In an attempt to create closer connections with its customers, Wendy has undergone significant brand development within the past year, tweaking its logo and creating new ads. Social media for Wendy’s offers great promise to level the playing field between bigger competitors such as Burger King and McDonalds.  



Cyprus has far-reaching brand implications

25 Mar , 2013 | Charlie Mason

The “taxing” of high value deposits in Cyprus banks certainly is unnerving in a world of deficits and mega debts.  For the two Cypriot banks in the most trouble, deposits over the €100,000 insured level will be reduced by 40%! This has got to cause any thinking person to ask, what the heck is going on?  What were their banks doing?  And who is minding the store?



Apple’s Incredible Brand

24 Jan , 2013 | Charlie Mason

This morning I just read in the New York Times Bits report that Apple’s stock dropped because they only reported a quarterly profit of $13.1 Billion ““ that’s Billion, with a B!.  Being in the business of brand building at Mason, I couldn’t help but reflect on the power of the Apple brand — that investors are disappointed when there is only a $13B quarterly profit.  Amazing.



UConn, The Morgan School and the Importance of Branding

12 Nov , 2012 | Mason Intern

Although we know that a brand is much more than a logo or tag line, for the purpose of this post, we’ll use‘s definition which states that a brand is a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”  Distinct is the key word here.  In order to distinguish one good or service from another, there needs to be some clear-cut difference. More…


NY Times Op-Ed Resignation and Effects on Personal Branding

8 May , 2012 | Mason Intern

Goldman SachsGreg Smith worked for Goldman Sachs for almost 12 years. On March 14, 2012, in an open letter published in the op-ed section of the New York Times, he resigned from his position as executive director and head of the firm’s United States equity derivatives business in Europe, the Middle East and Africa



Branding Lessons in The Hunger Games

30 Mar , 2012 | Mayya Medved

What is branding? It is the promise and consistent delivery of an experience at every point that an organization touches its stakeholders.  Successful brandthe hunger gamesing  makes it possible for a company to distinguish itself among competitors. It’s the identity the company assumes and what the consumer associates with the company when they see its name or logo. It’s what small business expert Jon Jantsch from Duct Tape Marketing summarizes as, “Branding is the art of becoming knowable, likeable and trustable.”



Celebrity Endorsements: Avoiding Negative Branding

15 Aug , 2011 | Derek Beere

Celebrities have it made, don’t they? Not only do they get all the fame and glamor, but they’re also courted by some of the biggest brands on the planet who offer them large sums of money to endorse their products.

Wear Nike shoes and you’ll hit as well as Tiger Woods.

Drink Pepsi and you’ll dance just like Michael Jackson.